March 16, 2026 – According to the latest reports from market research institutions including IDC, Omdia and Counterpoint, the global 3C digital market showed a steady growth trend in 2025, with significant changes in the competitive pattern, especially in the smartphone sector where Apple maintained its leading position and Huawei made a strong comeback in the domestic market.

In the global smartphone market, 2025 shipments reached 12.5 billion units, a 2% year-on-year increase, the highest since 2021. Apple retained its global crown for the third consecutive year, with annual shipments of 240.6 million units, a 7% year-on-year increase, and a market share of 20%. The iPhone 16 became the world’s best-selling model, with 7 out of the top 10 best-selling models coming from Apple.

Samsung ranked second globally with 241.2 million units shipped, and the two brands together accounted for nearly 40% of the global market share. Among Chinese brands, Xiaomi maintained its third-place position, with mixed performance: it performed well in the domestic market relying on its "human-vehicle-home ecosystem" and in-depth cooperation with Leica, but saw a 2% slight decline in shipments in traditional markets such as India and Europe due to fierce competition and geopolitical factors.

Vivo achieved a breakthrough, ranking fourth globally for the first time with 105.3 million units shipped, a 4% year-on-year increase, becoming the only Chinese brand to outperform the market average, thanks to its in-depth cultivation of the Indian market and the established high-end image of its X series. In the domestic market, Huawei regained the top spot with 46.8 million units shipped, driven by the improved supply of its Mate and nova series and the continuous optimization of the HarmonyOS ecosystem.